Gymboree / Big Red Balloon Sale
Objective: Rebrand the brand's popular and iconic Big Red Balloon Sale. Give it voice and emotion, while maintaining a prominent promotional message.
Strategy: Two characters—best friends "Birdie Bird" and "Elliot the Elephant"—are playful elements who represent the sale across channels. The look and feel of the campaign is updated in illustration, type treatment, logo development, and color palette: what was formerly red helium balloons is re-interpreted as hot air balloons.
Roles and Skills: Concepting, art direction, team leadership, campaign management, project management, cross-functional collaboration, event marketing, integrated marketing.